Creative Director, Content Center of Excellence

Overview PNC’s Content Center of Excellence (COE) is building out its founding leadership team, and our Creative Director role will drive how we come to life. We believe creative and design are critical to the growth of our business. This senior role sits at the intersection between marketing, communications, and product experience, setting the creative strategy, visual identity, and architecture across every digital touchpoint a prospect or customer will regularly encounter PNC through always-on content: PNC.com, social, video, editorial, thought leadership, among other experiences, regardless of campaign calendar. This is a role meant for a builder. The mandate spans strategy and production: setting a cohesive, visual point of view for content and experience, and creating systems to ensure art directors, copywriters, visual designers, video editors, and editorial teams are all executing against a high quality bar. The Creative Director will partner with Digital Experience to shape PNC.com’s visual and interaction language, and with Brand Marketing & Paid Media to keep enterprise brand expression and COE content operating as one system. Reporting directly to the Head of Content, this role builds and leads a team spanning UX design, visual/motion design, video production, copy/editorial, and art direction, and owns the craft and quality of everything the COE ships. Most importantly, this role requires someone with a clear POV, an understanding of culture, a sense of what good looks like, and a passion for teaching others the same.

Visual Identity, Architecture & Strategy Define and own PNC’s visual identity system for owned content and PNC.com experiences, contributing to and translating brand strategy into a design language, component library, and standards that teams can execute against without a COE review on every asset. Guide the strategic direction of visual experience on PNC.com, working with experience designers and UX researchers on modules, page templates, and journeys. Build the visual through-line connecting PNC.com, social, video, and always-on content, so a prospect moving from a paid ad to an organic post to a product page experiences one point of view, not three. Produce hero assets, compelling direction, and design systems that can be used by agencies, creators, partners, and others. Owned & Always-On Content Production Lead creative direction for PNC’s owned content: organic social, editorial and video series, and the always-on content that fills the space between campaigns. Build a “studio” capability: video, design, and motion templates that scale across lines of business, while also being mindful of legal and compliance needs. Set production standards and briefing discipline for the in-house shooter/editor and motion design teams, from concept through final cut. Brand Partnership & Enterprise Consistency Serve as the COE’s connective tissue into broader MarCom teams so COE content and campaign/brand creative read as one enterprise system. Contribute PNC’s enterprise brand evolution. Represent creative and visual craft in governance forums so quality standards are enforced upstream rather than caught in review queues.

Leadership Build and lead a team of visual designers and motion designers/video editors, setting hiring bar, briefing standards, and review rhythm Run critique as a craft discipline: direct, specific feedback that raises the bar. Develop the team’s judgment, not just its output, so standards hold when this role isn’t in the room. AI-Enabled Creative Workflow AI tools are already how you create. Operationalize AI tooling inside creative production to compress format multiplication (one approved concept into article, social, video, and paid variants) without degrading craft or introducing brand or compliance risk. Cross-Functional Operating Model You know to create systems. Build and operate inside the COE’s hub-and-spoke model: creating